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Every day, millions of people turn to YouTube for advice, from learning how to do the perfect smokey eye to trying out a new recipe for mashed potatoes. People are using YouTube not just for entertainment, but to learn a new skill, find more information, and shop for products. This presents a unique opportunity for consumer goods brands to reach shoppers in the moment and provide them with an easy way to go from watching a video to purchasing the product.

To shorten the path to purchase and translate video views to sales, today we’re introducing a new channel gadget on YouTube that will enable consumer goods brands to connect consumers directly with retailers throughout the entire YouTube experience. This new channel gadget will enable shoppers to seamlessly move from browsing how-to videos and featured products to finding which retailers carry them, check availability, compare prices and make a purchase, all with fewer clicks than today.

Unilever has partnered with Google to highlight TRESemmé as the first brand to use this new YouTube channel gadget to showcase their line of hair care solutions. There is a growing interest for "hair how to" videos on YouTube with millions of users going to YouTube to learn about hairstyles and hair care. By providing hair tutorial videos, tips and tricks, and interviews with trendsetters, TRESemmé has already generated more than 2.7 million views on their channel. Through their newly designed channel, TRESemmé can also now connect these consumers with the products they’re watching in the demo videos in a faster more efficient way, shortening the shopping journey

This new gadget will be available as a premium offering for Google’s consumer goods clients, produced through Gloto. To see if the shopper channel is the right solution for your brand, connect with your Google representative.

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comments:

Does this mean that giant mega corps only can pay a fortune for a glorified buy button whereas everyone else - including all the ones paying you whilst sending the data to Google Shopping so you could do this type of thing - are excluded? I think you could have done something real nice with that data with a far broader appeal (and a lot more clicks for Google!) by using that data rather than making it channel specific placements